Love is in the air at Smartfood. For the second year in a row, we partnered with GLAAD to continue challenging the narrative around heteronormative standards and expectations during Valentine’s Day.
This Valentine’s Day, we set out to accelerate acceptance of a diverse kind of love.

We wanted to create custom Smartfood packaging and a special influencer kit that would spark smart choices and actions while sending out a message of inclusion, where love reaches everyone.

With GLAAD as our guide, the “All Love is Smart Love” kit aimed to amplify how people express their love. Featuring custom artwork designed by Ashley Molesso (she/her) and Chess Needham (he/him)—the queer and trans couple behind the stationery brand Ash & Chess—the collectable packaging, educational zine, and stationery radiate with love for the LGBTQ+ community.

Ash and Chess explain, “So often, and especially on Valentine’s Day, we focus on romantic love as the most important—but there are so many ways to love and express connection.” Their piece offers an inclusive and expansive celebration of love.

The impactful unboxing starts with a heart-shaped box sporting confectionery flourishes and a black velvet base. Featuring the lenticular printing of a radiating heart, the lid pops open to reveal empowering words and loving messages ready to be shared with loved ones as Valentine’s Day cards.

By celebrating an inclusive Valentine’s Day, we created more meaningful bonds and gave space to a stronger LGBTQ+ community—a mission we also supported with a $150,000 donation to GLAAD.

Together, we celebrate love in all its colors, because all love is smart love and, as Ash and Chess say, “we all deserve to be celebrated no matter our definition of love!”

Category:PackagingYear:2024Designers:PepsiCo, New York, New York, USAManufacturer:PepsiCo, New York, New York, USA